FIELD DAY REBRANDS 3 NATIONAL ORGANIZATIONS


Susan Oland, Director, Marketing and Interactive at Empire recounts, “We saw the great work that went into the document and feel that the strategic direction is exactly what is needed.”



Field Day Inc. has been hired by three national organizations – XM Canada, Empire Theatres Ltd., and the Coaching Association of Canada – to provide customer insight and research, brand strategy, and tactical activation.

“Field Day developed an impressive understanding of our business, the challenges we face and the opportunities available to us and created a strategy that capitalized on key insights and research findings.” said Andrea Fiederer, Director, Marketing for XM Satellite Radio Canada.

The brand strategy assignment for XM Canada began with market research, a brand audit, and an analysis of the company and its diverse channels. Field Day developed new brand positioning, tagline, brand personality, messaging, and market segmentation strategies. This was followed by a comprehensive brand guidelines document to help earn internal buy-in and ensure that the brand was consistently represented across all departments. Field Day also developed new creative for the brand that was launched in November 2009 with the brand tagline “Love to listen.” Tactical activation by Field Day included TV and radio spots, web banners, and print.

Empire Theatres Ltd. is Canada’s second-largest national theatre chain. Empire contracted Field Day to develop brand strategies for its corporate products and services. Field Day conducted in-depth research and analysis, followed by strategic recommendations to heighten awareness about the company’s corporate offerings. Field Day developed brand positioning, taglines, brand personality and messaging, sales and communication strategies for customer acquisition, retention and development, and tactical recommendations. Field Day is currently working with Empire on the execution of the tactical plan.

Susan Oland, Director, Marketing and Interactive at Empire recounts, “We saw the great work that went into the document and feel that the strategic direction is exactly what is needed.”

Most recently, Field Day has been hired by the Coaching Association of Canada (CAC) to develop brand and communication strategies, with the goals of increasing connectivity between its varied audience groups and partners, and increasing the perceived value of coaches and coaching. A detailed brand strategy identified key action items to achieve CAC’s goals and refocus the brand. Field Day is now developing and executing a tactical communication plan to engage CAC’s partners, the coaching community, sponsors and the public. The rebrand and tactical campaign will launch in the spring of 2010.



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